Humans are very visual; what consumers see has a direct impact on your brand. Images have the capability to surpass words and allow a greater understanding of whatever is being communicated. In fact, 90% of information transmitted to the brain is visual and processed 60,000 times faster than normal text (Zabisco). Furthermore, 46.1% of people say a website's design and photography plays a major part in the credibility of a company (Stanford Persuasive Technology Lab).
Within seconds of visiting your site, consumers will form a first impression. As most of the information we consume and interpret is visual, adding in high quality photography that represents the products and services your company offers not only establishes a sense of credibility, but it can also push consumers to act. People don’t always want to just browse a website; focus on engaging and creating an experience that your audience doesn’t want to leave.
Photography should not only represent the products and services your company offers, but other elements like company culture can be represented on the website as well. Hire a professional to take photos of your team in action and create staff profiles. Consumers enjoy seeing the faces behind the brand that they are interacting with. This not only solidifies a sense of trust, but will help portray a well-practiced and professional workplace that doesn’t leave consumers in the dark.
Here is an example of how our client CandyStore used professional photography on their homepage and their own twist on employee profiles:
What else should support photography? Video! After viewing a video, consumers were found to be 85% more likely to purchase a product (Internet Retailer). Bounce rate is also significantly improved as 88% of visitors were found to stay on a site longer if there is some sort of video element (MistMedia). Videos are not only a great way to interact with your audience, but it actively allows consumers to see the product in real time. Like photography, video establishes a level of authority and trust – which is why 52% of shoppers claim that after watching a product video, they become more confident in their purchase decision (Invodo).
Not heavily product focused? Video isn’t just for products – this tool can be used by any business in almost any form. Clips can highlight company culture, or recent webinars and blog tutorials. Whatever it may be, video is a great way to capture the attention of your audience and effectively communicate the nature of your business, knowledge in the industry, and the products/services you have to offer.
Check out how our client CandyStore created their own informational video.
Don’t forget about infographics! You don’t necessarily have to plaster these all over your homepage, but including them in your blog and email marketing campaigns is a great starting point. Infographics are an effective visual tool that can be used to present key findings and information. These visuals are more eye-catching than plain text, as they combine different images, colors, and content that naturally attracts the eye. Since most of us tend to have shorter attention spans, infographics are perfect for “scanners” who can quickly gather the information they need. Another bonus? Just like video and pictures, consumers love to share infographics on social media, email, and other platforms - which also has a helping hand in building SEO.
Here is an example of an infographic that we recently created:
As our Website Revamp series comes to a close, next week we will switch gears and discuss the pros and cons of open vs. closed source solutions. Stay tuned!
August Ash is a web design firm located in the Minneapolis-St. Paul metro specializing in creative web design, internet marketing, and custom web development solutions. For more than 15 years, we have directly worked with our clients to achieve their online business success.
Thinking about starting a new website project? We can help! Schedule a free consultation with us today.